“All of our customers bring us happiness. Some when they come, some when they go.” – The Split Rock Café Management

The Shift from Production to Hospitality
Having visitors at your farm shifts your business in new directions. Your business suddenly becomes more customer-oriented and the focus is no longer solely on the crops that you grow and the products that you sell; now the focus is often more about the experience that your customers have, such as picking apples or petting a cow, with the farm products as a backdrop.

Whether you have a farm market, have an alcohol tasting room, offer farm tours and educational classes, provide entertainment, or host weddings, these various activities associated with agritourism all depend on guests visiting your farm – and customer service becomes an essential part of your operation. You and everyone on your staff are now in the “people” business.

This shift creates new tasks that are required to keep the premises attractive, safe, and in compliance with local zoning regulations and other requirements. It also changes some of your daily duties, with less time doing field work and more time spent managing customers, and planning activities and events.

For owners, shifting from a wholesale to an agritourism operation can be a change. Providing customer service is not physical but mental work. Sometimes, the solitude of working in the field or orchard is a “much needed break” from managing a crowd of guests or supporting frontline staff at multiple operations on your farm.

Who is Your Customer?
A Customer is defined as “the person on the receiving end of your operation’s products and services. Also referred to as a guest, client, or visitor.” Staff who directly interact with your customers are your frontline employees.

What types of customers will you have? It is common to have several types.

• Are your customers local, national, international? Speak other languages? Interested in purchasing specific types of produce and products?
• Will any have special needs, be handicapped, be children or senior citizens?
• Are your types of customers seasonal, coming at a specific time of year (like vacations), or any day visitors?
• What geographic areas and communities are your customers from?
• Do you have a specific target customer in mind, and if so, what products and services will they want to receive?

Customers can be internal or external, like those who visit the farm as well as those who supply the various farm operations. One of the rewards of having visitors on the farm is that some guests come by often and transition from being “customers” to becoming acquaintances and close friends. This makes it so worthwhile!

A Customer (Mueller, 2024) is:

• The most important person we do business with
• Not dependent on us; rather we are dependent on them for their business
• Not an interruption of our work but the purpose for it
• A person who expects satisfaction and value for money spent
• An educated consumer who is aware of your competition
• A person who should be treated with respect and cared for to the best of your ability, no matter who they are
• A person to build a future with
• A source of information to help improve our business
• A pleasure to serve
• An opportunity, not an imposition

The Relationship between Customers and Profits
In an agritourism business, happy and satisfied customers are the key to business survival and success. Customers are important to your business and retention is critical to your bottom line.

Customers have a choice. There are more shopping channels available to them than ever before. They come to your farm because they want to.

Customers keep you in business. You need them buying your farm’s products, produce, and experiences. Having repeat customers is the easiest way to increase your farm’s revenue. Because of that, your customer service is one of your most important priorities.

Customer Retention
The most effective way to grow any business, based on effort and cost, is to retain the customers that you already have, and lose fewer guests who don’t return. Increasing the amount of money that customers spend during each visit and increasing how often they visit the farm are additional and effective ways to grow your business.

The estimated percentage of guests that don’t return is 15% for agritourism businesses. (White Hutchinson, 2025). This causes businesses to spend time and money advertising and recruiting new guests to replace those who left. There are many reasons guests don’t return but the majority are because their expectations were not met. Many do not share their reasons or complain to the business and often share their “customer service story” with other people or through social media.

Top reasons include:

• Poor guest service systems or policies (85%)
• The poor attitude of an employee(s) (77%)
• An employee’s low level of knowledge about how to help (76%)
• An employee’s lack of decision-making authority or empowerment to help (72%)

Guests who are delighted with your business will want to return and share their experiences with their friends through positive word-of-mouth marketing. Make it a goal to consistently deliver quality customer service to your guests.

What are Guests Seeking when they Visit?
The main reasons customers shop or visit a farm are:

• For the price, convenience, and the experience
• To feel welcome and respected but not overwhelmed
• To feel you listen, pay attention to the details, care about them, be consistent, and solve their problems
• For products and services to be competitive and of high quality
• For comfort and amenities like seating areas and clean facilities
• For the perceived value of the experience, the deciding factor they buy

What matters most to customers?

• Knowledgeable staff
• Friendly staff
• Service after the sale
• Readily available staff
• Flexible policies for returns, orders, and exchanges
• Clear information
• Reasonable wait times
• Easy parking
• Convenient payment options
• A safe environment

Customer Touchpoints
What does the public see, experience, or notice when they interact with and enter your farm? What are these “first touches” of hospitality to your guests? This includes the farm’s infrastructure as well as the staff.

Touchpoints occur:

• Before – website, phone calls, social media promotions
• During – what occurs during their visit once they are on the property, personal interactions
• After – their feelings and perceptions of their experience. Did the products, services, and produce purchased meet their expectations?

4 Walls, 4 Blocks, and 4 Miles
A customer’s impression of your farm can also be formed from more than just your farm’s agritourism operations. View your customer service impressions from a “4 Walls, 4 Blocks, and 4 Miles” perspective (Temple, 2026).

4 Walls – the impact of the interior and exterior physical space of your business

• What do customers see when they walk in? Is there clear and readable signage? Is the facility clean? Buildings maintained? Are the foliage and décor attractive? Ample trashcans with none overflowing? Ample seating areas?

4 Blocks – the impact of the immediate surroundings of your business (neighborhood)

• Is the parking lot easy to find and maintained? Are the approaching roads attractive, mowed, free of trash?

4 Miles – the impact of the area approaching your business.

• Are there obstructions or road construction? If so, are you letting customers know in advance? Do local businesses know about your agritourism operation and have a favorable opinion to share with visitors? Are there clear directional signs to your farm?

First and Last Impressions
Guests form impressions when researching and traveling to your farm, parking, signage, arrival, greeting, staff appearance, overall cleanliness of the buildings and facilities, restrooms, and accessibility.

Welcome customers at the door. What will you or your employees say to visitors upon arrival at your agritourism adventure? As soon as that customer comes through your door, they should be greeted. A smile and a simple “hello,” “welcome” or even better, by their name if they are a regular customer – even if they are assisting another customer. Does staff know your expectations on presenting themselves and treating guests? Frontline staff should have good people skills, be pleasant, knowledgeable, and professional.

Welcome bus tours before they unload or while they are in the parking lot. This is an excellent opportunity to visit with an entire group at the start of their visit. Share what to expect from their visit and welcome them.

Signage is important to the customer service experience.

• Drive-by signage offers a short description of the business. Is the farm easy to find? Are directions provided on the website?
• Directional signage on the property points out restrooms, food and beverage areas, rest areas, farm market and gift shop location, tickets and admission purchase areas, and other key areas for guests. Do entrances and exits have a “welcome” and “thank you, come back” sign?
• Agritourism liability and other safety and rules signage must be posted as needed for compliance and safety concerns.

Keep facilities and buildings clean and tidy.

• Display areas in the market and store should be neat and well-stocked.
• Keep areas clear of tripping hazards and clutter.
• Trash containers should be available and checked/emptied periodically.
• Maintain clean restrooms and supplies.

Appearance of staff. Employees should wear clean and appropriate clothing that identifies them as staff. Once staff are at their assigned work areas and visible to guests, they are “on stage”. What are their verbal and non-verbal communications? Their personal frustrations, farm stress, and internal operational complaints must remain out of sight and earshot of customers.

Hours of operation. Your agritourism operation will need defined hours, days, and seasons of operation. Avoid changing your hours of operation frequently or posting hours that vary greatly from day-to-day, which can confuse even dedicated regular customers.

Make parking safe and easy.

• Make clear signage showing areas for general parking, bus and RV parking, and assessable parking.
• Have separate entrances and exits if possible.
• Remove any tripping hazards and keep the area level as much as possible.
• Clearly mark where guests are to go using hay bales, signs, cones, as well as staff to provide direction.
• Use parking staff at key points on busy days.

Keep your lines short and moving.

• Use directional signage for check out, tours, etc.
• Limit options available when customers are placing orders.
• Have information boards and maps as needed.
• Provide online, advance ticket purchases.
• Keep business supplies handy like currency for making change, pens, shopping bags, etc.

What is YOUR Customer Service? The Self-Audit
Have you looked at your operation, your service, and your products through the eyes of a customer? Consider conducting a self-audit. Evaluate the entire process of visiting your farm to eliminate any potential headaches for your guests. Enlist a customer, friend, or third-party to be a “mystery guest” and take pictures of your signs, parking lot, trash containers, and other physical areas of your business. Use these pictures to praise the efforts of staff and point out areas for improvement.

Are you Ready for Customers? – Several Checklists
We invite you to use the following checklists to assess that you are ready to welcome visitors to your farm.

#1 Are you Ready for Customers? was adapted by the Michigan Agritourism Association from Getting started in agritourism, Cornell Cooperative Extension Tompkins County (Ochterski & Roth, 2016). It has two sections:

• Preparing for Visitors
• Meeting Visitor Expectations (Self-Audit)

#2 Preparing You and Your Farm for Agritourism in Michigan
See sections 3 through 6 on customer service topics
View Checklist

#3 Open and Closing Operational Checklists
Most agritourism operations have developed checklists for each area of their operation to be used by staff each day that list actions to be taken before opening, during the day, and at closing.

Below are some customer service elements we recommend you incorporate into your existing checklists.

Before opening:

• Make sure entrance and parking signs are in place and easy to spot
• Put up an open sign/flag
• Sweep/ dust/ blow out visitor areas
• Check / refresh customer seating areas
• Check that trash containers are empty
• Check inventory of refreshments and sales items (if applicable)
• Refresh / restock displays
• Clean restrooms, check supplies
• Check / refresh POS supplies, shopping baskets, merchandise bags
• Set out / refresh customer literature such as recipes, product/produce information sheets, upcoming events, Pick
• Your Own maps, newsletters and sign up, business cards, etc.

During open hours:

• Stick to opening and closing times you have posted (If you are ready to open and customers are waiting to enter, just let them in.)
• Greet every customer with a smile and hello. Welcome them using the farm’s name.
• Staff should wear name tags or apparel to make it clear they are part of the farm and more approachable to customers.
• Let each customer know you can answer questions about the farm and visitor activities. Customers will usually wait for instructions, so don’t miss an opportunity to market your farm’s activities or any daily specials.
• Ask questions that aid your marketing strategy – “Is this your first visit, how did you hear about our farm, where are you from?”
• Pay attention to overheard comments from visitors. Phrases like “well, we finally found it” hint at the need for better signs. “What do I do with this squash, presents an educational opportunity. “I wonder what this apple tastes like.”
• Check that all orders have been picked up and contact the customer if an order hasn’t been picked up before you close for the day.
• Make sure all walkways are free of obstacles.

Closing:

• Put up a closed sign/flag
• Empty trash containers
• Clean restrooms and restock supplies (unless done at another time)

Interacting with Customers
You and your staff’s interactions and behaviors with your customers are key to providing excellent customer service. Staff should know how to address customers, the importance of their body language, and the words they choose.

Importance of Listening. Employees should listen to and pay attention to customers and be always available for assistance. If customers suggest that you could do something better, want something you don’t have, or want information about something you sell, do your best to accommodate them within reason. Talk to them about their questions; give their suggestions and requests due consideration.

Active listening involves:

• Stop what they’re doing when practical
• Make eye contact
• Listen without interrupting
• Clarify the question
• Provide an answer
• Follow up when necessary

Respect Differing Cultures. Some customers may have different cultures and traditions. Be mindful and respectful when dealing with them. If there is a group that does not speak English (or does not speak it well), see if someone from staff or the customer’s group will serve as a “translator” to assist in communication, or use a translator app on a phone.

The “Look Up” (or Over) Rule. In addition to providing service to customers, staff are often engaged in operational tasks such as stocking produce, cleaning, checking out customer purchases, feeding animals, and setting up an event. But when a customer approaches, staff should acknowledge them with a greeting or eye contact and head nod. You can never be too busy to assist one of your customers.

Answering the Phone. Pick up within the first three rings. Announce the business name and your name immediately. Be professional. Have paper and pen handy in case you need to collect information. Place callers on hold (briefly) if necessary, getting back to them with status updates. Respond to messages left on the business voice mail promptly. Although answering phone calls can be stressful on busy days, promptly responding to calls and answering with a friendly voice is one of the easiest ways to make a good impression on potential customers. Not responding to calls or answering impatiently is one of the quickest ways to leave a negative impression about your business.

Knowledge of Products/Produce. Make sure your staff knows about your products and what to do with them, as many customers may be unfamiliar with how to cook them, how to store them, etc. Take a moment to educate your customer. Customers value information like how to select a ripe cantaloupe, the difference in taste or usage between two peach varieties, the process for making hard cider, etc. Knowing the cultural significance of a product can also improve customer satisfaction.

Assist them in selecting the best product for their needs and explain what qualities are more desirable for different purposes. Answer questions about how the product was grown and processed. Explain what makes your product better or different than others on the market.

If customers ask where they might find a specific product (or if you even carry it), rather than point, walk them to the spot. Show them the product and ask if they have any questions about it.

Knowledge of the Farm. Staff (especially frontline) should be able to answer questions from visitors and be very knowledgeable of the farm to describe it appropriately to visitors. This includes what crops are grown, information about the farm family, and activities offered such as u-pick.

To better manage customer expectations, have the staff inform customers upon arrival as to which areas of the farm and which activities are open to the public. Some customers may assume an agritourism farm is “wide open” to the public. Have clear rules and signage for activities and any u-pick/u-cut harvesting. Providing clear information is great customer service.

Knowledge of Agricultural Practices. Some customers will not know much about farming. Show respect and empathy and give them a brief answer to their questions. Some will ask about use of chemicals, GMOs, food safety, and animal welfare. Have “corporate” responses ready and direct them to specific staff members as needed rather than discuss these issues with the customer.

Educating Customers for Safety. Educating visitors about your farm is very important for the satisfaction of your visitors, but also for their safety of visitors and liability reasons. Visitors must be made aware of the inherent dangers associated with the farm activity they will be engaging in and the applicable visitor policies regarding that farm activity. Make their visit more fun with safety in mind. Answer customer inquiries promptly and thoughtfully. Prepare your staff to answer questions appropriately.

Resolve Complaints. Resolve customer complaints quickly by listening and asking questions. Arguments do not resolve the issue! Ask the customer how they wish for the situation to be resolved, sometimes their desire is the best and easiest solution!
Sources: Cornell Cooperative Extension, Florida Agritourism Association, Penn State University Extension, National Extension Tourism Network (Georgia Agritourism)

Customer Service Tips for Everyone
Good customer relations can leave a lasting positive impression that leads to increased return business by word of mouth. The following are ways to ensure customer satisfaction and prevent disappointment:

• Follow-up on all enquiries and sales opportunities efficiently.
• Advertise only what you can guarantee to deliver. Be realistic.
• Inform guests of any changes to agreement (for services, rentals) as soon as possible.
• Confirm all details of the contract or service prior to start date. This will prevent confusion and disappointment about something that was expected but not delivered.
• Have checklists handy and ready and refer to them prior to the activity to eliminate oversights.
• Make sure your communication system, schedule and equipment are in working order.
• Be on time.
• Welcome your visitors in a professional and confident manner.
• Be aware of and follow all licensing and legislative guidelines, rules, and regulations.

Source: University of Arkansas Cooperative Extension Service

Hospitality Topics
Below are some best practices in hospitality to help you put your best face forward to your guests! After all, visitors to the farm are the purpose of our work!

Staffing Shortages and Lines. Many markets, food outlets, and agritourism activities have staffing issues at times. Try not to let the customers see or suffer from the shortages – particularly when it comes to the check-out process. We want our customers to linger as long as possible in our retail areas, but when they want to check out, they want to do it quickly. A line of customers waiting to check out is not necessarily a bad thing if the line is moving, as it is an opportunity to sell more products and educate customers through signage. Use ropes, crates, pumpkins, flowerpots, or queues of some type to help with lines and capacity.

Websites. Ensure it is well functioning and has up-to-date information. Your website is typically the first (and perhaps last) opportunity that potential customers will use to assess what you have to offer. Provide your farm’s contact information, prominently display your phone number and email address, and have quick and efficient communication with the customer when needed. Photos of your operation can also make customers feel more connected to your farm.

Be sure to include your exact address and provide directions. Make a note if GPS directions are confusing or inaccurate. If you have several farm entrances, note which one is for visitors (as opposed to which are used for vendors or employees), and include it on the website, too.

Provide information to guests before they arrive on the best ways to optimize their farm experience such as appropriate attire and accessories like closed-toed shoes, hats, or sunscreen. Provide rules about safety and regulations, picking minimum, etc.

Social Media. Keep your social media accounts current and provide information about seasonal or unexpected changes in real time. Monitor your accounts for comments or critiques and respond quickly and professionally when needed.

Effects of Social Media. Every interaction with a customer is an opportunity to make a lasting impression, either good or bad, that shapes the future of your agritourism operation. In this age of social media moments and viral tweets, every positive or negative customer experience is a story waiting to be shared. Social media amplifies every customer’s experience, whether a rave review or a concern, and can influence the decisions of prospective customers.

Customer Loyalty. Loyal customers are what every business wants. They require the least amount of advertising and marketing, they know where you are located, they know they are going to visit again, they know what they want, and they are already satisfied. Good customer service keeps them loyal and coming back.

Use your Community. Visit the businesses in your neighborhood and community and use their products and services! Invite them to visit your farm and keep them informed of the things you are offering. Offer to cross-promote their businesses and events. These businesses are in a good position to refer customers to you and vice versa. Don’t forget about local chambers of commerce and visitors’ centers who will readily direct customers to you.

Customer Service “Fatigue”. Operating an agritourism operation and engaging with the public on a regular basis can create burnout. It is important to give your frontline staff adequate “breaks” from the action; let them escape to a quieter setting away from customers to recharge. This respite includes owners and managers who are pulled in many directions to solve people and system problems. No staff at any level should take it personally; continuous interactions to satisfy a wide range of customer needs can be mentally and physically difficult.

Prepare for Peak Seasons in Advance. Getting ready for the upcoming season (or even the next day!) ahead of time not only keeps business steady all year but also gives you the chance to focus on delivering excellent and reliable customer service! Do what you can.

Sources: Cornell Cooperative Extension – Agritourism, Florida Agritourism Association, Fruit Grower News (2024), Ohio State University Extension, Oklahoma State University Extension, Mary Temple

Hospitality Pointers

• Staff are trained in general aspects of customer service and advanced hospitality depending on their specific job.
• Be sure employees are visible and available to customers.
• Train staff to handle customer inquiries and issues promptly and politely.
• Watch that frontline staff are not congregating and socializing leaving customers on their own.
• Staff should never use the words “I don’t know” to a customer without offering a solution.
• Employee parking should be separate and away from the public parking area.
• Have a QR code flyer or sign-up sheet where customers can opt in to receive your newsletter or other farm communications.
• Have business cards or brochures near all customer check out areas.
• Accept multiple ways of payment, and make sure staff are trained on how to process them.
• Keep a list of important and emergency phone numbers readily available for staff use. Include services such as car repairs, local restaurants and lodging, medical facilities, fire and rescue dispatch, police, insurance agent, equipment repair companies, and frequently used vendors, suppliers, and wholesale accounts. Also include cell phone numbers for staff. This helps you be responsive when situations arise.
• The extent to which you care about your employees is the extent to which they will care about your customers.
• Serve customers if you are there, even if you are closed. Farms are not conveniently located in urban shopping centers, so someone took the time and effort to get to you and probably did not know you were closed (or ran into genuine traffic/ construction/ railroad crossing delays enroute).
• Use a secret shopper (ask a friend) and get their impressions on things you are doing right or need improvement through a customer service focus.
• Have a manager on duty available and accessible whenever you are open.
• Have a liberal return policy. Offer replacements or refunds; customer choice if possible. Make refunds easy to do in POS and with an approval process.
• Customers are not always right, but you must act like they are.
• Clerks/staff should be able to assist customers with technology, especially those apps related to your farm operation and promotion, as much as possible.
• During busier times, have at least one market staffer that knows something about food and cooking. Food preservation is a plus.
• No staff eating in public view, discreet water bottles or coffee is okay.
• No staff standing around or sitting, there are always things to do.

Sources: Cornell Cooperative Extension – Agritourism, Florida Agritourism Association, Fruit Grower News (2024), Ohio State University Extension, University of California – Agriculture and Natural Resources

The 10 Keys to Customer Service

1. Customers are never an interruption to your work. The customer is your real reason for being in business. Work tasks can (usually) wait.
2. Greet every customer with a friendly smile. Customers are people and they like friendly contact. They usually return it.
3. Call customers by name. Try to learn and remember the names of customers, especially those you see often.
4. Remember, you and your employees are the face of the company. The way you represent yourself to your customer is the way your business will be perceived by that customer.
5. Never argue with customers. The customer is always right (in his or her eyes). Be a good listener; agree where you can and do what you can to make the customer happy.
6. Never say “I don’t know.” If you don’t know the answer to a question, say “That’s a good question. I will try to find an answer for you.”
7. Remember, every dollar you earn comes from the customer’s pockets. Treat them like the boss.
8. State things in a positive way. It takes practice but will help you become a better communicator.
9. Try to give your customers a good experience at your market or agritourism operation so they will want to come back.
10. Always go that extra mile! Do just a little more than the customer expects.

Source: Penn State University Extension

Please see our module on Difficult Customers and Advanced Customer Service

Topics to learn about:

• Building a customer-first culture
• How to handle difficult customers and customer complaints
• Developing a Customer Service Plan for your agritourism operation
• Customer service training for staff – content and tips
• Other customer service areas

8 Ways to Provide Great Customer Service for Your Farm
https://www.localline.co/blog/customer-service-tips-for-farms
This blog developed by LocalLine offers eight tips for building strong and long-lasting customer relationships on your farm. Each tip includes action items you can put to use immediately.

Customer Service for Agritourism Operations (Final Version) (Webinar)
https://www.youtube.com/watch?v=QMpoyu5x8T0
This 37-minute webinar from Cornell Cooperative Extension Agritourism focuses on customer service tips for retail. Presented by Cornell staff and two agritourism farms, it provides a wide range of experience and content that anyone can use.

Customer Service Handbook: An eclipse handbook for your community
https://www.uaex.uada.edu/business-communities/strategic-planning/Customer-Service-Handbook.pdf#search=Hospitality%20and%20%20Customer%20Service
This handbook was developed by the University of Arkansas Cooperative Extension Service community workforce team to support the customer service needs of local businesses during the 2024 Total Solar Eclipse. It is chock full of perennial hospitality and customer service information and advice for everyday use that aligns nicely with multiple types of agritourism operations.

Developing a Rewards Program for Your Farm Market
https://extension.psu.edu/developing-a-rewards-program-for-your-farm-market
A well-designed rewards program can be a gamechanger, encouraging repeat business and fostering lasting connections with your customers. This article from Penn State Extension outlines the steps you need to develop one and why you might consider it for your operation.

Developing a Roadside Farm Market
https://extension.psu.edu/developing-a-roadside-farm-market
This publication, developed by Penn State Extension, discusses how customer service, customer retention, and customer satisfaction impact the success of your farm market.

Georgia Agritourism 101 Guide and Customer Service Guide
https://extensiontourism.net/georgia-agritourism-101-guide-and-customer-service-guide/
This comprehensive guide (nearly 200 pages long) was published by the Georgia Department of Agriculture. It provides information on customer service as well as many other agritourism topics such as staff hiring and safety on the farm. It also includes numerous checklists on many topics developed by actual agritourism farms in Georgia, making this guide a unique and valuable resource.

How to provide great customer service for agritourism operations (Fact Sheet)
https://rvs.umn.edu/Uploads/EducationalMaterials/5188e6cb-3f9b-4aba-bd46-02931e97386f..pdf
This 2-page fact sheet developed by Cornell Cooperative Extension highlights nine key areas for customer service in agritourism operations like training, pets, u-pick, and experiences offered on the farm.

There are only 5 ways to grow an agritourism business
https://www.whitehutchinson.com/news/agrinews/2025/march/article102.shtml#article
There are only five ways for any agritourism venue to grow its business. Unfortunately, most concentrate (and make the most significant investment of money and management energy) on the ways that offer the lowest return. What most miss are ways to grow their businesses with the guests they already have, the way that gives the greatest return on investment and effort. This detailed article from White Hutchinson describes several effective strategies to grow any business by stopping defections of guests who don’t return including examples of ways to increase the amount guests spend and ways to keep customers visiting more often.

The information provided in this online module is for informational and educational purposes only. It is not intended as professional advice and should not be relied upon as such. While efforts have been made to ensure accurate and up-to-date information, we cannot guarantee its reliability or completeness. Readers are encouraged to do their own research and consult with qualified professionals before making any decisions based on the content presented.

References to commercial products, trade names, or suppliers are made with the understanding that no endorsement is implied and that no discrimination against other products or suppliers is intended.

The opinions and advice expressed are solely those of the authors and may not reflect those of the Michigan Agritourism Association, its board of directors, or members. Michigan Agritourism and the authors are not liable for any direct or indirect damage resulting from the use of the information shared with you. Your use of this toolkit indicates your acceptance of these terms.

A guide to successful agritourism Enterprises. (2019). [Book]. In A Guide to Successful Agritourism Enterprises. https://www.uvm.edu/d10-files/documents/2024-09/2019_BestPracticesAgritourism-FINALDRAFT-lores.pdf

Agricultural Alternatives: Developing a Roadside Farm Market
Penn State Extension. (2006). Agricultural Alternatives: Developing a Roadside Farm Market. Penn State University Extension

Agritourism Risk management. (2023, January 9-b). Cornell Cooperative Extension. https://ccedutchess.org/agriculture/agritourism-risk-management

Barrett.90@osu.edu. (2021, March 25). Awesome Customer Service – Kentucky Farm Bureau | Ohio Direct Food & AG Marketing. https://u.osu.edu/fox.264/2021/03/25/awesome-customer-service-kentucky-farm-bureau/

Bir, C., Dethloff, N., & Van Leuven, A. (2022, October). Customer Service Basics for Agricultural Entrepreneurs. Oklahoma State University Extension. https://extension.okstate.edu/fact-sheets/customer-service-basics-for-agricultural-entrepreneurs

Brandt, S., & McCullough, S. (2009, June). Agritourism Series: Hospitality and Customer Service (No. FSCED302). University of Arkansas Cooperative Extension. https://ucanr.edu/sites/default/files/2019-07/306717.pdf

Cornell Cooperative Extension Agritourism. (2023a, April 23). Customer Service for Agritourism Operations Final version [Video]. YouTube. https://www.youtube.com/watch?v=QMpoyu5x8T0

Customer Service | NC State Extension Publications. (2024, March 12). https://content.ces.ncsu.edu/customer-service

Fact Sheet: How to provide great customer service for agritourism operations. (2024, December 19). Cornell Cooperative Extension. https://rvs.umn.edu/Uploads/EducationalMaterials/5188e6cb-3f9b-4aba-bd46-02931e97386f..pdf

Jolly, D., & Skidmore, D. (2000). On-Farm Customer Relations. University of California, Agriculture and Natural Resources. https://ucanr.edu/site/california-agritourism/farm-customer-relations

Managing increased customer traffic at your farm market – Fruit Growers News. (2024, July 26). Fruit Growers News. https://fruitgrowersnews.com/article/managing-increased-customer-traffic-at-your-farm-market/?oly_enc_id=2915B2595689B6V

Mueller, F. (2024, January). Customer Service handbook. https://www.uaex.uada.edu/business-communities/strategic-planning/Customer-Service-Handbook.pdf

NET Editorial Team. (2023, March 3). Georgia Agritourism 101 guide and customer service guide. National Extension Tourism Network. https://extensiontourism.net/georgia-agritourism-101-guide-and-customer-service-guide/

Ochterski, J., & Roth, M. (2016, February). Getting started in agritourism. Cornell Cooperative Extension Tompkins County. https://ccetompkins.org/resources/getting-started-in-agritourism

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Temple, M. (2026, February 9). Optimizing the customer experience – the rest of the story. [Slide show; Conference presentation]. NAFDMA Agritourism Convention and Expo, Orlando, Florida. 2026 NAFDMA Annual Convention – Educational Recordings and Resources. https://vimeo.com/1165150293/df6d273a63?share=copy&fl=sv&fe=ci

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